Here for Prosperity.
In the dynamic landscape of public service, the ability to adapt is what keeps an institution relevant. SMEDAN, a 20-year-old federal agency, asked us to modernise its identity, align its image with an evolving mission and deepen engagement with parastatals, private partners, staff and the public.
We began inside the building, with the public servants who do the work: their wins, their struggles, the opportunities they could see. Then we stepped outside, to the consumers who want made-in-Nigeria and the producers ready to supply it.
The contradiction
For lack of funding, knowledge and access to market. Yet the same businesses carry the economy. The movers and shakers were excluded from its prosperity.
The frame
The idea
“Prosperity” names the outcome, not the paperwork. Beneath it, one belief: when the entrepreneur prospers, Nigeria prospers. The tagline makes the promise. The call to action lets every programme keep it.
Tagline
The promise, on every surface.
Call to action
Funding, Growth, Knowledge, Support, Community. Every programme finishes the sentence.
Mantra
The agency’s earlier line, “Think Big. Start Small. Grow Fast.”, kept and evolved. Still called out at SMEDAN events today.
The identity
The badge stands for authorisation and representation. Six colours, with an approved set of duo and tri pairings for every application.
The badge
A seal for authorisation and representation.
The colour
Approved pairings · Duo + Tri
Brand expressions
From headquarters signage, uniforms and stationery to billboards, bus shelters, reports and social.
Redesigning and rebuilding the website
We rebuilt smedan.gov.ng around the entrepreneur, not the org chart. “Find Prosperity, Funding, Knowledge, Market Here.” Programmes became doors with one action each, and registration became one clear way in. We have run the site and the agency’s visual expression since.
The result
Acknowledgement
Director General & CEO, SMEDAN
Transformation inside a public institution needs a champion. We are grateful to the Director General for his advocacy of this work and for helping steer it throughout the process.
Credits
